Advertising Marketing Article

The Choice Between
Yes and Yes:
A Psychological Revelation

By Sean D'Souza

Three year old Kara was throwing a tantrum. She didn't want to
go to bed, of that she was certain.

"Do you want to brush with the red or blue toothpaste?" her dad
asked gently.

"Blue," she says, glad to be given the opportunity to make a

Ten minutes later, Kara was well tucked up, wondering when
she'd agreed to go to bed in the first place.

You laugh at the story, don't you?

The method used to get Kara into bed seems a bit like trickery.
And who am I to say that it's not? Yet I want you to pay
attention to one thing. Kara was glad to be given a choice
between yes and yes.

Your clients are not much different

Clients come to you every single day asking you to give them
a choice. A choice between yes and yes. Instead all you're
giving them is a choice between yes and no.

Mah friend, your bank account will see far better days if only
you'd step back, and use the immense power of the choice
between yes and yes.

Of course, you don't have to believe that this choice factor
works. You don't have to believe your sales will go up. All you
have to see is proof. So in the article below I'll demonstrate the
psychological factor of choice.How it can work for you and how
it can turn against you and bite you in the you-know-where.

It all started on one stupid loss-making November's day...

We were doing fine with the sales on our website when we made
one change. I'm going to demonstrate the change in the article
below so it would help for you to have the page opened so you
can see what I'm talking about.

If you look at this page at:


you'll find that you get the choice to buy two packages. One is
the copy of the Brain Audit and the other choice is a copy of
the Brain Audit + the Brain Audit Rip.

Till the middle of November, we had both the offers up. Then
one ego-driven morning we decided to pull the plug on one

We gave customers the choice between a yes and um..NO!

Almost within 24 hours, our sales started going south for no
reason at all. We ignored this sickening slack for about a
week. Then we looked back at what was working. And we put
back the choice between yes and yes.

The customer was back in choice-ville and the sales soared.

But here's the curious part

Among the two packages, one has a much higher price. Yet
over 97.5% of customers, when given the choice between the
two packages, chose the higher priced package.

The customer is no dumbo

No siree. The customer knows exactly what she wants. And
when given the choice between yes and yes, she takes a
decision to buy that which creates most value for her. Of
course, if there's an enticement to buy, as was in this case,
then there's a far greater likelihood of her buying the more
expensive product.

The customer is no dumbo...but I sure am

Think about it. If your revenue shot up. If customers were
buying higher-priced products what would you logically do?
Wouldn't you take the same concept and use it everywhere
you could?

You'd think a smart person would do that, wouldn't you?
(Which is why I qualified myself at the start of this paragraph).
But no! As we speak, the only product that has a choice of YES
and YES is the page I've already mentioned above.

Don't stop at one point. Take the concept through it's paces

If you're in consulting, look at the choice between yes and
yes. Are you giving the customer a choice between package A
and package B. Or do you offer just one package? If you're
selling products, the concept of yes and yes choice stays put.

And once you've found that the concept works, puh-lease
don't do the dumbo bit. Audit every possible thing you sell.
And put in a yes and yes factor. Not only will this bring you
higher quantity of sales, but also an a much better price on
every product/consulting assignment you do.

I said yes and yes...NOT yes and yes and yes and yes

You, me, we all crave for choice. But give us too much and
we go a little waka-waka in our brains. Because choice is
based on rejection. To choose the strawberry flavour ice-cream,
you must mentally refuse all the other flavours.

(Read article on: The Curse of Choice)

If you give a client too much to choose from, they will end
up rolling their eyes, doing a RAM check and shut down their
brains before you have time to do anything at all.

Keep your options simple. Keep the choice between yes
and yes.

So that even a three-year old has no trouble choosing!


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2001-2005 Psychotactics Ltd. All Rights Reserved.
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